CUB and National Geographic have created a content series starring Outback Wrangler star Matt Wright getting out of his comfort zone and kicking back with a beer.
Great Northern Brewing Co. (GNBC) have partnered with National Geographic and Outback Wrangler star Matt Wright to create a content lead campaign to position the beer as the drop for any outdoor occasion.
CUB has been synonymous with celebrating 'the good life' and understands people need time away to reconnect with mates in the great outdoors.
The content campaign, True North, is a three-part content series that will run on National Geographic, across Foxtel and online with bespoke content created for Facebook, Instagram and YouTube.
The episodes show Outback Wrangler's Matt Wright and his mates taking a break from wrangling crocs and mustering cattle, instead enjoying a drink around the campfire.
Created and produced by MediaCom’s specialist division, MediaCom Beyond Advertising (MBA) in collaboration with National Geographic, True North aims to showcase a passion for the outdoors and storytelling.
Michelle Gazzola, marketing manager, for Great Northern adds: “We’re pleased this partnership hits the mark for Great Northern and Matt is a great ambassador for this beer which has been one of the fastest growing new products in CUB’s history.”
Gemma Hunter, global ECD and head of MediaCom Beyond Advertising Australia says: “When we look for partnerships, we always seek a true and natural fit that allows us to bring a brand’s story to life in a unique and compelling way for the audience.
True North will air on National Geographic on December 4th, 25th and January 15th 2017 and will be each accompanied by bespoke content pieces tailor made for viewing on Facebook, YouTube, Instagram and programmatic.
Carlton United Breweries (CUB):
Marketing Manager GNBC: Michelle Gazzola
Assistant Brand Manager GNBC: Laura Mescher
Brand Director Contemporary Beer: Paul Reason
VP Marketing Australia: Richard Oppy
MediaCom Beyond Advertising (MBA):
Global Executive Creative Director and Head of MBA Australia: Gemma Hunter
Melbourne General Manager: Brett Elliott
Content Director: Mathew Anastasi
Content Manager: Andrew Raymond
Planning Director, Account Management: Maree Hall
Digital Executive, IP&I: Annalise Booker
Manager, IP&I:: Catherine Dingli
Creative Director: Richard Mayer
Producer / Director: Dan Walkington
Snr Advertising & Partnerships Manager: Dan Lyons
D.O.P: Ash Dunn
Aerials: Sam Collins
Design: Gavin Barnett
Talent: The Fordham Company